Women, younger adults and LGBTQ+ people are most likely to look to the stars for guidance. We Are/DigitalVision via Getty ImagesShiri Noy, Denison University; Christopher P. Scheitle, West Virginia University, and Katie E. Corcoran, West Virginia University Scroll through TikTok, browse dating profiles or sit at a cafe, and you’ll often hear people reference their astrological sign. Someone might proudly claim their Leo energy; others joke that they would never date a Scorpio. Even in modern societies shaped by science, technology and universities — what sociologists sometimes call “disenchantment” — many people are still looking to astrology for meaning. Its widespread popularity sits alongside skepticism, with surveys suggesting that astrology can be popular even among those who don’t fully “believe” in it and use it “for fun.” In a new study published in the sociology journal Social Currents, we examined who consults astrology, how they use it and why they’re drawn to it. Drawing on nationally representative surveys, interviews with Americans and conversations with professional astrologers, we found that astrology is less about predicting the future and more about making sense of the self in an uncertain world.
Astrology’s deep roots
Astrology – the idea that the positions and movements of the Sun, Moon, planets and stars influence events on Earth – has a long history. For centuries, it was closely linked with astronomy. Early astronomers were also astrologers, charting the stars to measure time and interpret their influence on human life. The familiar 12-sign zodiac dates back to the fifth century B.C.E., and astrology was taught in medieval universities.In 1660, Dutch-German cartographer Andreas Cellarius created a star atlas featuring the 12 signs of the zodiac.Buyenlarge/Getty Images
Astrology’s appeal in uncertain times
Astronomy and astrology began to diverge in the 17th century. As astronomy embraced mathematics and observation during the Scientific Revolution, astrology increasingly lost its scholarly legitimacy and was pushed to the margins. By the 19th century, science itself became professionalized. Universities and academies formalized disciplines, research careers and standards of evidence. With astronomy firmly established as a science, astrology was relegated to the realm of the occult or pseudoscience. Astrology entered mainstream culture in the 1930s with daily newspaper horoscopes and spread widely, before experiencing renewed popularity in the 1960s and 1970s thanks to the New Age movement. Astrology’s current digital resurgence echoes these earlier waves, showing how it has repeatedly adapted to cultural shifts. Among Gen Zers, downloads of astrology apps have spiked in recent years, and industry reports project the global astrology market will top US$22 billion by 2031.
Who’s turning to astrology
Astrology today is far from fringe. Roughly one-quarter of Americans say they believe in astrology, according to a June 2025 Gallup survey. A May 2025 Pew Research poll found that close to one-third of Americans say they’ve consulted horoscopes or similar tools. In our analysis, just under half of Americans reported ever having consulted a horoscope. We also found that women, younger adults and LGBTQ+ people were especially likely to look to the stars for guidance. More than half of women said they had read a horoscope, compared with slightly more than one-third of men. About 60% of sexual minorities reported doing so, compared with just under half of heterosexuals. Younger adults were consistently more likely than older adults to read or consult astrology. Its popularity reflects broader cultural shifts: Younger generations are less tied to organized religion but continue to seek out spirituality or find meaning in other places. In our study, we draw on data from interviews with 31 Americans, who shared that they saw astrology as a form of entertainment or as a window into someone’s personality. Many respondents could name their zodiac sign or sun sign, and some described how it seemed to “fit” their personality. Few saw astrology as literally predictive. Instead, they used it as one more way to understand the self, comparable to tools such as the Myers-Briggs personality test or the enneagram. Our co-author, independent researcher Avantaea Siefke, interviewed professional astrologers and their clients, who framed astrology differently. For them, it was less about labels and more about spirituality and decision-making. They described astrology as a way to time major choices, gain confidence or reflect on relationships. One astrologer likened it to therapy: not deterministic, but a source of guidance and assurance.
Astrology in uncertain times
Why does astrology resonate now? Some analysts have described the current moment as an “age of polycrisis,” with overlapping economic, political and environmental challenges. At the same time, identity categories have become more fluid, and traditional sources of authority — religion, education, government — are more likely to be contested or distrusted. Astrology may offer people tools for navigating these uncertainties. It provides a language for identity, giving people shorthand to describe themselves and others. It offers a measure of control by giving people frameworks for thinking about choices and timing. And it creates community, particularly for LGBTQ+ people. Scholars have noted that astrology is a way for queer communities to cope with everyday struggles and imagine alternatives to mainstream forms of care and healing. Critics often dismiss astrology as irrational or pseudoscientific, and it’s true that astrology is not a science. But rather than asking whether astrology is “real,” it may be more useful to ask what its popularity says about contemporary life. From a sociological perspective, astrology is fascinating precisely because it straddles categories. Rather than a set of cosmic beliefs, many people treat astrology as a tool — part spirituality, part cultural practice, part entertainment and part language for understanding themselves and others. It is probably no coincidence that astrology often surges during unsettled times. Just as earlier generations might have turned to prayer or ritual, many people today turn to the stars. And while astrology may not predict the future, its popularity says a great deal about how Americans are navigating the present. Independent researcher Avantaea Siefke is a contributing author of this article.Shiri Noy, Associate Professor of Sociology, Denison University; Christopher P. Scheitle, Professor of Sociology, West Virginia University, and Katie E. Corcoran, Professor of Sociology, West Virginia University This article is republished from The Conversation under a Creative Commons license. Read the original article.
Local governments provide proof that polarization is not inevitable
Local politics help mitigate national polarization by focusing on concrete issues like infrastructure and community needs rather than divisive symbolic debates. A survey indicates that local officials experience less partisanship, as interpersonal connections foster recognition of shared interests. This suggests that reducing polarization is possible through collaboration and changes in election laws.
Local officials get to participate in events such as ribbon cuttings, celebrating projects they may have helped make happen. NHLI/Eliot J. Schechter via Getty Images
But things are much less heated at the local level. A survey of more than 1,400 local officials by the Carnegie Corporation and CivicPulse found that local governments are “largely insulated from the harshest effects of polarization.” Communities with fewer than 50,000 residents proved especially resilient to partisan dysfunction.
Why this difference? As a political scientist, I believe that lessons from the local level not only open a window onto how polarization works but also the dynamics and tools that can help reduce it.
Problems are more concrete
Local governments deal with concrete issues – sometimes literally, when it comes to paving roads and fixing potholes. In general, cities and counties handle day-to-day functions, such as garbage pickup, running schools and enforcing zoning rules. Addressing tangible needs keeps local leaders’ attention fixed on specific problems that call out for specific solutions, not lengthy ideological debates.
By contrast, a lot of national political conflict in the U.S. involves symbolic issues, such as debates about identity and values on topics such as race, abortion and transgender rights. These battles are often divisive, even more so than purely ideological disagreements, because they can activate tribal differences and prove more resistant to compromise.When mayors come together, they often find they face common problems in their cities. Gathered here, from left, are Jerry Dyer of Fresno, Calif., John Ewing Jr. of Omaha, Neb., and David Holt of Oklahoma City. AP Photo/Kevin Wolf
Such arguments at the national level, or on social media, can lead to wildly inaccurate stereotypes about people with opposing views. Today’s partisans often perceive their opponents as far more extreme than they actually are, or they may stereotype them – imagining that all Republicans are wealthy, evangelical culture warriors, for instance, or conversely being convinced that all Democrats are radical urban activists. In terms of ideology, the median members of both parties, in fact, look similar.
These kinds of misperceptions can fuel hostility.
Local officials, however, live among the human beings they represent, whose complexity defies caricature. Living and interacting in the same communities leads to greater recognition of shared interests and values, according to the Carnegie/CivicPulse survey.
Meaningful interaction with others, including partisans of the opposing party, reduces prejudice about them. Local government provides a natural space where identities overlap.
People are complicated
In national U.S. politics today, large groups of individuals are divided not only by party but a variety of other factors, including race, religion, geography and social networks. When these differences align with ideology, political disagreement can feel like an existential threat.
Such differences are not always as pronounced at the local level. A neighbor who disagrees about property taxes could be the coach of your child’s soccer team. Your fellow school board member might share your concerns about curriculum but vote differently in presidential elections.
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Mayors can find themselves caught up in national debates, as did Minneapolis Mayor Jacob Frey over the Trump administration’s immigration enforcement policies in his city. AP Photo/Kevin Wolf
These cross-cutting connections remind us that political opponents are not a monolithic enemy but complex individuals. When people discover they have commonalities outside of politics with others holding opposing views, polarization can decrease significantly.
Finally, most local elections are technically nonpartisan. Keeping party labels off ballots allows voters to judge candidates as individuals and not merely as Republicans or Democrats.
Nevertheless, the relative partisan calm of local governance suggests that polarization is not inevitable. It emerges from specific conditions that can be altered.
Polarization might be reduced by creating more opportunities for cross-partisan collaboration around concrete problems. Philanthropists and even states might invest in local journalism that covers pragmatic governance rather than partisan conflict. More cities and counties could adopt changes in election law that would de-emphasize party labels where they add little information for voters.
Aside from structural changes, individual Americans can strive to recognize that their neighbors are not the cardboard cutouts they might imagine when thinking about “the other side.” Instead, Americans can recognize that even political opponents are navigating similar landscapes of community, personal challenges and time constraints, with often similar desires to see their roads paved and their children well educated.
The conditions shaping our interactions matter enormously. If conditions change, perhaps less partisan rancor will be the result.
The Bridge is a section of the STM Daily News Blog meant for diversity, offering real news stories about bona fide community efforts to perpetuate a greater good. The purpose of The Bridge is to connect the divides that separate us, fostering understanding and empathy among different groups. By highlighting positive initiatives and inspirational actions, The Bridge aims to create a sense of unity and shared purpose. This section brings to light stories of individuals and organizations working tirelessly to promote inclusivity, equality, and mutual respect. Through these narratives, readers are encouraged to appreciate the richness of diverse perspectives and to participate actively in building stronger, more cohesive communities.
Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day
Peter McGraw discusses the increasing prevalence of solo living and its implications for businesses, particularly during Valentine’s Day, which typically emphasizes couples. Despite many individuals enjoying activities alone, the marketplace often neglects this growing demographic. Recognizing and catering to solo consumers can yield significant opportunities for businesses.
Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day
Every February, Valentine’s Day amplifies what single people already know – that public life is built for two. Restaurants roll out prix fixe menus for couples. Hotels promote “romantic getaway” packages designed for double occupancy. A table for one still invites the question, “Just you?”
Yet there’s irony that’s hard to miss. While Valentine’s Day doubles down on togetherness, more adults are living – and moving through the world – alone.
As a behavioral economist, I study what I call the “solo economy.” A growing share of economic life today is organized around people who live, spend and make decisions on their own.
1-person households aren’t outliers
Half of U.S. adults are unmarried, and one-person households are now the nation’s most common living arrangement. This isn’t a temporary phase confined to young adults waiting to settle down. It includes never-married professionals, divorced empty nesters, widows and widowers, and people who simply prefer to live independently.
It’s a slow-moving demographic shift away from long-term partnership as the dominant adult life path, but a consequential one – reshaping everything from housing and travel to social policy and commerce. One of its clearest expressions is the number of people doing things alone in public.
The rise of public solo life
It would be one thing if the economy were built for two and solos stayed home. But they are going to museums, traveling and, of course, dining alone in restaurants. To assess this behavior, I surveyed single and married Americans about their participation in 25 activities that occur in public – from shopping and dining to attending movies and concerts.
The pattern was striking. Overall, singles were much more likely to do things alone in public than their married counterparts – 56% versus 39%. The difference held across every activity I measured.
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The biggest gaps weren’t for practical tasks like grocery shopping. They were for leisure experiences like going to the movies, dining out and attending concerts. In fact, seven of the 10 largest differences involved retail or entertainment settings – the very places most designed and marketed with couples in mind.
Why hasn’t the business world paid more attention to the singles market?
The answer lies in psychology. Some reluctance stems from the belief that other customers will perceive solo diners or moviegoers as sad or lonely. These fears are amplified by what psychologists call the spotlight effect – our tendency to overestimate how much other people notice and judge us.
Findings by consumer researchers Rebecca Hamilton and Rebecca Ratner can help explain why this bias is so persistent. Across studies conducted in the U.S., China and India, people consistently predicted they would enjoy activities less if they did them alone – even though they’d be seeing the same movie or visiting the same museum.
But when people actually went alone, they enjoyed the experience just as much as those who went with others. The fear, it turns out, is largely imagined.
Another problem is that solo consumers don’t always feel welcome.
While behavior is changing, markets have been slower to adapt. Most businesses still design experiences around pairs, families or groups. Consider restaurants that seat solo diners at the bar or near the kitchen or bathrooms, or ticketing systems that require purchasing in pairs. The result is friction for solo consumers – and missed opportunities for companies.
Valentine’s Day promotions make that mismatch especially visible. In 2024, IKEA Canada offered a Valentine’s Day dining experience in its showroom priced and designed for two – and only two – people.
After backlash, the company revised the promotion the following year to be more inclusive: “Bring a loved one, a good friend, or the whole family.” It was a small change, but a revealing one.
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Why solo shoppers have outsized influence
Solo consumers represent a large, growing and profitable market segment, yet they’re navigating a marketplace that still treats them as edge cases.
Another study that Ratner conducted with business school professor Yuechen Wu adds an important twist.
Analyses of more than 14,000 Tripadvisor reviews of restaurants and museums show that reviews written by solo diners and solo museumgoers are rated as more helpful – and receive more positive feedback – than reviews written by people who went with others.
Follow-up experiments showed that when otherwise identical recommendations differed only in whether the reviewer experienced the activity alone or with others, respondents were more likely to rely on the solo reviewer when deciding what to do.
Why? Observers infer that people who go alone are more genuinely interested in the experience and more focused on its quality, rather than simply going along with someone else’s preferences.
Being alone, it turns out, functions as a credibility cue. For businesses, that means solo customers aren’t just customers − they can be very influential customers.
Designing for 1 in Asia
Asian businesses are far ahead of the West in recognizing the buying power of people doing things alone.
In South Korea, for example, “honjok,” which translates as “alone tribe,” culture has fueled products and services designed explicitly for solo living. Think single-serve meals at convenience stores, one-person karaoke booths, and restaurants that promise judgment-free service.
Similarly, in Japan, the ramen chain Ichiran built its brand around the idea of “flavor concentration,” which encourages diners to eat alone in private booths.
Officially, the design is meant to eliminate distractions and heighten the dining experience. In practice, it does something more important: It legitimizes solo dining.
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Progress in the US
In the U.S., Disney theme parks and some of the company’s competitors have long used single-rider lines that reward solo visitors with shorter waits, turning independence into operational efficiency – a logic ski resorts adopted decades ago to fill empty seats on chairlifts.
And solo tourism has become a major trend. Demand is growing, and tour operators are adapting offerings to meet it, including specialized tours for singles and adjustments to historically prohibitive pricing practices.
Industry analysis also shows the global solo travel market expanding rapidly, with tailored products and experiences emerging worldwide. Some companies now offer dedicated solo travel collections with no single supplement − the extra fee traditionally charged to travelers who occupy a room alone − and tours designed specifically for independent travelers.
Doing things alone is an opportunity
Valentine’s Day offers a chance to see how outdated many widespread assumptions still are.
It treats solitude as a problem to be solved, even as people’s behavior tells a different story. Yet businesses, policymakers and U.S. culture more broadly have not designed a world that fully acknowledges that about 42% of American adults are single.
In the meantime, singles aren’t waiting at home. They’re out there – at the movies, on planes, in museums and restaurants – moving through public life on their own terms.
Valentine’s Day may always be built for two. But the economy won’t be.
Chinamaxxing: The Viral Trend Turning Geopolitics Into Aesthetic Fantasy
A viral social media trend called “Chinamaxxing” is turning geopolitics into aesthetic comparison—revealing more about generational frustration than China itself.
Clean subways gliding into spotless stations. Neon skylines glowing at night. Clips of high-speed trains, cashless stores, orderly crowds. Overlaid text reads something like, “Meanwhile in China…” or “They figured it out.”
This is “Chinamaxxing,” a loosely defined but increasingly visible social media trend where mostly young users frame China as a model of efficiency, stability, and modernity—often in contrast to life in the West.
What makes the trend notable isn’t just its subject, but its tone. Chinamaxxing is rarely explicit political advocacy. It’s not a manifesto. It’s a mood. Aesthetic admiration blended with subtle critique, delivered through short, visually compelling clips that invite comparison without context.
And that’s precisely why it has sparked debate.
What Is “Chinamaxxing,” Really?
Despite the provocative name, Chinamaxxing isn’t a coordinated movement or ideology. It’s better understood as an algorithm-driven pattern—a recurring style of content that rewards certain visuals and emotional cues.
Most Chinamaxxing content emphasizes:
Infrastructure and urban design
Technology embedded in daily life
Perceived order and efficiency
Implicit contrast with Western dysfunction
What it typically omits:
Political repression and censorship
State surveillance
Limits on speech and dissent
The lived diversity of Chinese experiences
The result is a highly curated portrayal—less about China as a nation, and more about what viewers want to believe is possible somewhere else.
Why It’s Gaining Traction Now
The rise of Chinamaxxing says as much about the West as it does about China.
For many young users, particularly Gen Z, the backdrop is familiar: rising housing costs, student debt, healthcare anxiety, political polarization, and a growing sense that institutions no longer function as promised.
In that environment, visually persuasive content showing order and functionality carries emotional weight. It offers relief from chaos—real or perceived.
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Social platforms amplify this effect. Short-form video rewards clarity, contrast, and immediacy. A clean subway platform communicates more in five seconds than a policy analysis ever could. Nuance does not trend well. Aesthetics do.
The Social and Political Criticism
Critics argue Chinamaxxing crosses a line from curiosity into distortion.
By focusing exclusively on infrastructure and surface-level efficiency, the trend risks:
Normalizing authoritarian governance through lifestyle framing
Reducing political systems to consumer experiences
Ignoring the tradeoffs that make such systems possible
Supporters counter that Western media has long flattened China into a single negative narrative, and that admiration for specific aspects of another society is not the same as endorsing its government.
Both perspectives, however, miss something important.
What the Trend Actually Reveals
Chinamaxxing isn’t primarily about China. It’s about disillusionment.
It reflects a generation that:
Feels let down by existing systems
Engages politics emotionally rather than institutionally
Uses visual culture to express dissatisfaction indirectly
In this context, China becomes a projection surface—not because it is perfect, but because it appears functional.
That distinction matters.
Why This Matters
Chinamaxxing highlights how political understanding is evolving in the digital age. Governance is increasingly consumed not through debate or civic participation, but through comparison clips, memes, and aesthetics.
The risk isn’t admiration. It’s oversimplification.
When complex societies are reduced to visuals alone, public discourse loses depth. But when those visuals resonate, they also signal real unmet needs: stability, competence, and trust in institutions.
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Ignoring that signal would be a mistake.
The STM Daily News Perspective
Chinamaxxing is not an endorsement, a conspiracy, or a joke. It is a cultural artifact—one that reflects generational anxiety, algorithmic storytelling, and the widening gap between expectations and reality.
The question it raises isn’t whether China is better.
It’s why so many people feel their own systems are no longer working.
Stay tuned to STM Daily News for more stories exploring internet culture, social media trends, and how digital platforms shape public perception. We’ll be publishing in-depth pieces that break down the societal impact of viral phenomena like Chinamaxxing, the psychology behind online political trends, and the evolving language of Gen Z culture.
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Rod: A creative force, blending words, images, and flavors. Blogger, writer, filmmaker, and photographer. Cooking enthusiast with a sci-fi vision. Passionate about his upcoming series and dedicated to TNC Network. Partnered with Rebecca Washington for a shared journey of love and art. View all posts